New/Interactive Media Planning Chapter 9

What is New Media New Media is the utilization of digital technology to communicate with a target audience

Digitization The translation of textual, graphic or audio information into a transmittable binary language understandable to computers

Bits and Bytes A string of eight bits together creates a byte. A single byte has 256 unique permutations of 1s and 0s through Short for binary digit The basis of the binary language of computer code Quite simply, it is either a 1 or a 0.

Multimedia Combining the computational data, text, graphics and sound into one easy-to-create and easy-to- distribute package easy-to-create easy-to-distribute

Bandwidth Bandwidth is the number of bits per second (bps) that can be transmitted and received through a given channel digital data that is transmitted is limited only by bandwidth bandwidth needs to be matched to the type of data transmitted: simple text = 14,400 bps graphics = 28,000 bps voice = 64,000 bps stereo audio = 1.2 million bps video = 45 million bps

Common bandwidths Dial-up Modem 56.6K Cable Modem Broadband 20x faster than dial up Mbps (megabits per second) download speed / 128 Kbps upload DSL Broadband (Digital Subscriber Line) still faster (depending on subscription) Kbps Mbps download / 384 Kbps Kbps upload Satellite Broadband Available to anyone - 400Kbps download / Kbps upload Fixed Wireless Just like digital telephone service; roughly as fast as DSL, but prone to weather issues

Bandwidth Knowing the bandwidth available to your target is a key factor in determining what new media you want to use Most home users are still on dial-up modem; businesses are high-speed / broadband enabled

Moores Law Computing power doubles every eighteen months named for Gordon Moore, the co-founder of Intel observation based initially upon the ability to place a greater number of transistors on integrated circuits

Moores Law Economic and operational implications As computational power increased, the price for computers and their derivatives fell and their use became more widespread As the computing and storage capacities increased, the cost of doing so decreased

Digital Marketing Digital environments are: logical responsive comprehensive Allows you to: serve and anticipate customer needs become truly global communicate quickly and efficiently garner and develop leads

Digital environments are Logical Databases - storing data and providing information using logic Data - raw facts and figures Information - result of querying this data; answering your questions

Database uses research product specifications order product schedule service calls check available inventories check shipping progress inquire about payments request more information ask questions and/or troubleshoot problems

Databases Databases enrich on-going customer relationships by remembering previous customer interactions Memory is accomplished through cookies registrations

Cookies Remembers: editorial and product preferences shopping cart info contact info A line of text that is written to a text file and placed on the users hard drive when visiting a Web site Only the server (i.e. the site) that placed a cookie can access that cookie

Registration A simple means for a site to discover who visits a site and how often they return Means of surveying visitors and getting to know them more thoroughly

Digital environments are Responsive To reach online audiences, new media must remember: Ease of use is of paramount importance Simple and consistent interaction with customer To make the customer want to interact; dialogue and information makes the sale

Digital environments are Comprehensive Databases allow complete record- keeping and immediate access to encyclopedic information Allows: tailoring of message different offers for different customers catalogue of product lines unhindered by space limitations

Convergence Combining of disparate technologies or media and their related industries into new (and sometimes competitive) products and services

Summary New media terminology and definitions The practical effects of Moores Law The attraction of Digital Marketing environments The concept of Convergence